Energizing the Groundswell and Supporting It

This week in my Groundswell reading, I came across new, important information for any PR professional. The two chapters that I read this week were:

Chapter 7: Energizing the Groundswell

Chapter 8: Helping the Groundswell Support Itself
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Before I get too far into my discussion, I want to define "Groundswell," in case there are some folks out there who aren't sure what that means (I know I used to be one of those folks, when I first ordered this book off Amazon). I think Dictionary.com defines it well in saying that a groundswell is, "any surge of support, approval, or enthusiasm, especially among the general public." Therefore, I take the context of the book to be showing me how to tap into this "surge of approval" in my future career. 
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Alright then, on to business. Both chapters were fairly lengthy and I don't want to test anyone's attention span, so I will try to summarize them efficiently, but feel free to read the book for yourself; it's quite a good read: Buy it on Amazon here!


Chapter 7 talks about ways of energizing the Groundswell. Some of the methods detailed include making sure to utilize word of mouth techniques; they are believable, self-reinforcing, and self-spreading. This is true. In one of my classes, I recently learned that word of mouth is still the most widely trusted source! The book's author makes a good point in saying, "Energizing the groundswell means tapping into the power of word of mouth by connecting with, and turning on, your most committed customers." --That beautifully summarizes the chapter. Specific methods? Ratings, reviews, and anything that involves the participation of your customers works well. The book cites EBags as an example.


Chapter 8 talks about helping the groundswell support itself. The author discusses traditional support vs. groundswell support, citing a Dell case study as an example. What are some great ways to find support? Forums. These include iRobot, Fair Isaac, and Linksys (What is Linksys?). We must remember that we live in a largely participatory culture infused with new media. The book suggests to build a community--this is critical. Reach out to active customers, and plan to drive traffic to your community. 


All of this information is compelling, because it can be applied to most modern jobs. I totally understand that technology and building an online community are crucial in today's world--I have so many accounts online to present myself in a way that will cause others to have a positive opinion of me. A similar principle applies in the PR business world. Building an online community will greatly help one (such as me, in the future) to be successful.


Well, that was a bit longer than I planned, but hopefully interesting!


-V